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Kids Turn Toy News


Razor Razor® Unveils New Rides and New Brands to Kick-Off the Next Decade of Play Trends

NEW YORK – February 10, 2010 – What's durable, lightweight and capable of being a superconductor? Aluminum, the core element found in most Razor products, and also the traditional gift of a 10-year anniversary. Razor USA, celebrating 10 years of innovation as a leader in the toy industry, will unveil new rides and new brands at the 2010 American International Toy Fair in New York, February 14-17, 2010.

With more than 20 million scooters sold since the company was founded in June 2000, Razor has made its mark on the toy industry playground as the lean, mean toy machine. Consistently scoring year-overyear growth, Razor beat out the toy Goliaths with 2009 sales topping 11% over the prior year - impressive even without a recession.

“We are thrilled to mark 10 years of success as a leader in the toy industry, delivering award-winning products that kids and parents really love,” said Razor President, Carlton Calvin. “I am proud of the company we've built, and I credit our 82 stellar employees that make it happen again and again.” Razor products offer true play value, promising high quality and hand-me-down durability – not to mention fresh air and freedom. Occupying booth #2719 at the Javits Convention Center, Razor will display their impressive 2010 product line-up, to include:

Razor® Ground Force® Drifter, electric-powered drifter kart Razor is known for making souped-up reinventions of classic rides, and the new Ground Force Drifter is no exception. Go karts have been an American racing staple for decades, and Razor's new drifter kart brings drift racing to neighborhoods across the country. The classic kart styling features a race-tuned chassis, Super Slider POM rear wheels and sturdy steel construction. Riders can do burn-outs and fast 360-degree spins, thanks to a high-torque motor and super slick rear wheels. With speeds up to 12 mph, riders will be crowned the neighborhood drift king – or queen. For riders ages 8 and up, max. weight 140 lbs., the Ground Force Drifter will be available at retail for $299 in spring 2010.

Razor® 10th Anniversary Limited Edition kick scooter Since it scooted into American culture in 2000, the ubiquitous, original Razor® kick scooter has become a staple of childhood play and transportation. Now, the classic is back and scooter riders can kick it with a piece of history, the 10th Anniversary Limited Edition kick scooter, which features 100% heattreated, aircraft-grade aluminum and the original 98mm wheels with ABEC 5 bearings and 14-spoke hubs. It weighs only six pounds and is easy to fold and carry with Razor's patented folding system.

The Razor Limited Edition Anniversary kick scooter is for use by riders ages 5+ (maximum weight 143 lbs.) and will available at retail for $59 in spring 2010.

New Brands

Because Razor's culture is not one to rest on a 10-year brand with 92% unaided brand awareness, the team at Razor will also introduce two new brands, derived from the same corporate standards, but with an identity all their own.

Sole Skate™, single skate

It's the soul of a skater and the ride of your life! The Sole Skate is like nothing you've ever seen before, for the discreet rider that's always on the go, and never in the same place. It features a completely unique three-wheeled, single skate design, offering mobility to the max. It's like a sleek, lightweight skateboard, but unlike a skateboard, the low-profile deck sits flush with the axle so it offers a more fluid pushing movement. The two front polyurethane wheels are on a single pivot axle for easy carving.

The Sole Skate is virtually the size of a shoe – perfect for covert coasting. And it's backpack-friendly, measuring just nine inches by 17 inches and weighing less than three pounds. For riders ages 8 and up, max. weight 220 lbs, the Sole Skate will be available in blue, green and white. It will retail for $49 in Spring 2010.

Pocket Pros™, line of pro-yo's
Razor is in the business of innovation and movement, with a solid history of spotting play trends and quickly bringing re-invented, high quality, classic toys to market at affordable prices. Recently, Razor's President, Carlton Calvin, noticed a re-surging trend with yo-yo's and the Pocket Pros brand is Razor's answer to the call of the next generation of yo-yo fans.

Yo-yo's enjoyed hot trend status 15 years ago, the typical life-cycle of a toy trend. Now they're spinning for a comeback. The current groundswell of interest in yo-yo's will attract young players with a desire to master a skill (think video game mastery) and the not-so-young with a tug of nostalgia. The Pocket Pros line of pro-yo's will bring exciting pro and novelty features to the mass market at pocket cash prices (from $5.99 to $14.99 MSRP), including models such as:

  • The Zombie® – made of aircraft-grade aluminum, the preferred material of pro players, retailing at only $14.99
  • The Creeper™ and Stinger® embedded with real spiders and scorpions
  • Other models available with pro-shop features such as slick six poly/cotton string, 18K Gold Pro™ CAP bearings, and body shapes specific to string and looping tricks
Razor always advocates safety and recommends riders wear the proper safety gear, use common sense and check and obey local laws regarding use of any product on public property.

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About Razor USA LLC
Founded in June 2000, Razor USA, LLC is a privately held company based in Cerritos, Calif. and holds the worldwide rights to the Razor® brand. Creator of the wildly popular Razor kick scooter, Razor has other scooters like the E100, E200 and E300S (electric scooters). The cutting-edge line of Razor products also includes the MX350™, Dune Buggy™, Pocket Mod™, Powerwing™, a line of electric powered ride-on toys and a junior line of scooters. Razor is a trusted brand, known for using only the highest quality materials, design integrity and safety advocacy. Razor has won numerous awards including Toy Industry Association’s “Toy of the Year,” and “Toy of the Year” honors from TIME Magazine, Parents, Parenting, Sports Illustrated for Kids, Nick Jr. and U.S. News & World Report. For more information, please visit Razor at